Marketing Commons^™

2023-May-19-This Appalachian Artist Had An Eye For Beauty, University Marketing And Communication, East Tennessee State University

ETSU News

(May 19, 2023) – “An Exuberant Spirit: The Sammie L. Nicely Collection” is now on display at East Tennessee State University’s Reece Museum through Oct. 13. A reception and celebration will be held on Thursday, June 15, from 4-7 p.m.

Samuel Louis Nicely (1947-2015) was an artist and educator who embraced his cultural heritage as a Black man from Appalachia. Nicely self-identified as a contemporary folk artist, and his unique aesthetic is a blended exploration of African and Appalachian ancestry that is evident in both his art and his collection. In 2020, 50 works from Nicely's personal collection were …

2023-May-19-Announcing Lower Tuition, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 19, 2023) – During a special called meeting, the East Tennessee State University Board of Trustees voted today to lower tuition for future pharmacists attending the ETSU Bill Gatton College of Pharmacy in Johnson City, Tennessee. The reduction was made possible following the TN General Assembly’s decision to provide a $2.5 million annual state appropriation to the college, the first state funding for the college since its founding in 2005.

For in-state students, the tuition cost to pursue pharmacy at ETSU is now $27,000 per year, over 30% less than before. For out-of-state, the tuition cost is …

An Insider Scope Of The Present Relationship Between Generation Z And Luxury Brands: Producing And Executing Creative Display Advertisements For Five Luxury Brands, Amrita Deonanan

Honors College Theses

This paper takes a deeper look into Generation Z’s current relationship with luxury brands to gain a better understanding of how to successfully advertise and gain the loyalty of this cohort long-term. By exploring the psychographics of Generation Z consumers and gaining a feel for their lifestyles, shopping habits, and purchase behavior, digital advertisements were developed for five luxury brands to appeal to these consumers through working with graphic design elements that will lure Generation Z consumers to purchase from these brands. In order for Generation Z consumers to identify with the luxury brands illustrated in the digital advertisements, fundamentals …

Manage Your Money Wisely: How Consumers And Marketers Can Effectively Communicate Money Issues, Alexander Park

Olin Business School Graduate Student Theses and Dissertations

Consumers and marketers find it challenging to communicate money matters. For example, consumers experience discomfort and uneasiness when discussing financial issues with their social relationships. Firms often receive backlash when sharing their good financial deeds (e.g., charitable efforts) with consumers. Because financial matters can be a sensitive topic, in my research, I explore the difficulties consumers and marketers experience when communicating money issues and how they can better navigate these problems.In Chapter One, I investigate a particularly uneasy interaction that consumers often face with their friends and acquaintances: the need to ask for money back. Seven fully preregistered studies (N …

Essays On Customer Relationship Management, Nan Zhao

Olin Business School Graduate Student Theses and Dissertations

The general topic of my dissertation is customer relationship management. Specifically, I use quasi-experimental causal inference methods, randomized field experiments, and machine learning methods to study and measure consumer response to co-branded credit cards and email communications promoting subscriptions.

In Chapter 1, “The Impact of Co-branded Credit Card Adoption on Customer Loyalty”, we estimate the treatment effects of adopting a co-branded credit card on spending and loyalty behaviors using a comprehensive longitudinal dataset from a North American airline. Our data set contained detailed records of both airline credit card adopters and non-adopters, including their travel and loyalty program activities over …

Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver

Honors Theses

A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …

2023-May-12-Hike. Learn. Play., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 12, 2023) – The Appalachian Trail Vista will bring hiking enthusiasts from across the country to Northeast Tennessee August 4-7. Participants will engage in a variety of hikes, workshops and excursions as part of the summit. With East Tennessee State University's D.P. Culp Student Center as the home base, the event provides a forum for engagement of activities on and near the Appalachian Trail. The summit offers hiking, educational, cultural and historical learning programs, while working with trail clubs, local communities and nearby partner organizations. 

The Appalachian Trail Vista is a gathering celebrating hiking with an opportunity …

Pour-Over Coffee Stand With Warmer, Francesca Patawaran

Honors Theses

This project sought to demonstrate the process of bringing a new product into the market, from the initial design and prototyping stage to marketing and, ultimately, mass production. As part of the curriculum of The Haley Barbour Center for Manufacturing Excellence (CME), the project team manufactured fifteen Pour-Over Coffee Stands with electric heating components. We first created a 3D model of the proposed design, ensuring that all components fit together in an assembly. Next, we worked with the lab technicians to create a prototype of the product. Then, we refined the manufacturing process to eliminate waste where possible. Throughout the …

A Marketing Analysis On Disney Cruise Line, Erin Bradley

Honors Theses

The objective of this thesis is to discuss the SWOT analysis and PEST analysis of Disney Cruise Line and to provide recommendations. The SWOT analysis involves identifying the company's strengths, weaknesses, opportunities, and threats, while the PEST analysis focuses on analyzing external factors that could impact the company's success such as political economic, sociocultural, and technological factors. The SWOT analysis highlights the opportunities for the company to expand into new destinations, form partnerships and acquisitions, and capitalize on industry growth, while also identifying the threats of competition, changing consumer preferences, and economic downturns. The strengths of the company include its …

Two-Essay Based Exploratory Research On Service Robots’ Anthropomorphized Voice Types, Accents, And Speaking Styles, Jutong Wen

Theses and Dissertations

With the rapid development of artificial intelligence, service robots play an increasingly important role in frontline service across various industries. However, many questions surrounding service robots as a novel service option are still less studied, and thus, remain uncertain to marketers. Therefore, this dissertation investigated and addressed some of these questions, by assessing the potential advantages of service robots, not only as compared to human employees, but also among service robots’ different humanlike vocal features, including voice types, accents, and speaking styles. Specifically, to address the research gaps identified through an in-depth literature review conducted in Chapter 2, a series …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

2023-May-11-Discover Adventure In Our Backyard, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 11, 2023) – East Tennessee State University has been named the 2023 Top Adventure College by readers of Blue Ridge Outdoors magazine, besting numerous other colleges and universities.

The annual tournament is organized in a bracket-style format, with the end goal of naming a winner as the best outdoor adventure college or university in the Southeast and Mid-Atlantic.

ETSU came out on top after multiple rounds of head-to-head matchups with competitors such as Clemson University, the University of Tennessee, Virginia Tech and previous winner Maryville College.

Set in an outdoor lover's paradise, ETSU’s main campus is surrounded …

2023-May-09-Honoring Their Service, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 9, 2023) — The Quillen College of Medicine at East Tennessee State University hosted a military promotion ceremony last week for six members of the Class of 2023.

The following students were commissioned as officers during the ceremony on May 5, which took place a few hours prior to the college’s commencement ceremony:

• Samantha Nicole Courtney, of Medina, Tennessee, U.S. Air Force. Courtney will complete her residency in psychiatry at Wright-Patterson Air Force Base.
• Sean Morgan Davis, of Gainesboro, Tennessee, U.S. Navy. Davis will complete his residency in family medicine at Naval Air Station Jacksonville, …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

Vanmoof Strategic Audit, Chi-Chun Chang

Honors Program: Senior Projects (Public)

VanMoof is an e-bike brand originated in Amsterdam that has expanded to Western Europe, Eastern Asia, and North America. This paper will analyze the e-bike industry using PESTEL analysis. It will also analyze the industry’s competitive environment using the framework of Porter’s Five Forces, followed by an analysis of the strategy VanMoof’s currently employing. Based on the results, the paper will end with a recommendation for future strategies.

2023-May-06-Congratulations, Class Of 2023, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 6, 2023) – East Tennessee State University celebrated more than 2,000 members of the Class of 2023 during two Commencement ceremonies held at the Ballad Health Athletic Center today.

During the morning ceremony, Coach Brenda Mock Brown was the keynote speaker.

Named head coach of the ETSU Women’s Basketball program in 2022, she is the 10^th head coach in program history. She led the team to a historic season, with a 25-10 overall record this season for a 19-win improvement from the previous season. The improvement is the seventh-best turnaround in NCAA women's basketball history. She …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

Understanding Consumers’ Motivations And Product Preferences For Deconsumption, Anubha Mishra Dr., Norm Borin, Joan Lindsey-Mullikin, Ram Krishnan

CSU Journal of Sustainability and Climate Change

The modern era features dramatic changes in consumer attitudes and behaviors related to consumption; this article investigates the motivations and product preferences of consumers who alter their consumption habits to obtain products that cause less damage or use fewer resources. The authors offer an empirical definition of such deconsumption and compare it with other terms used in prior literature to refer to resource-restricted purchases; they also propose consumer-oriented measures of deconsumption motivations and product preferences. The results reveal ten motivation factors that help explain why people choose to deconsume. Regression analysis further shows that product choice varies across these motives. …

Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova

Honors Thesis

The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …

2023-May-04-She Realized She Could Make A Difference. So, She Did., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (May 4, 2023) — Taylor Coston, from Florence, Alabama, a pharmacy and public health student at East Tennessee State University, was awarded the prestigious U.S. Public Health Service (USPHS) Excellence in Public Health Pharmacy Award.

Coston is enrolled in ETSU’s PharmD/Master of Public Health dual degree program and will pursue a career in pharmacy.

Coston is one of 10 students nationwide selected by the Pharmacist Professional Advisory Committee (PharmPAC) Student Awards Program as a “Top Award Recipient” for their public health work that positively impacted their local communities and beyond.

In total, just 88 pharmacy students from across …